FRoSTA: Putting your Money Where Your Mission Is – Felix Ahlers, CEO-Felix Ahlers, CEO of European frozen foods company FRoSTA tells us how he evolved and elevated the mission of the industrial food processor to: "Preparing meals the way grandma would" - using only natural ingredients and no synthetic additives. He shares lessons learned along the way that traditional manufacturers struggling to adjust to peoples' desires for a wholesome lifestyle and a healthy environment should learn from. Continue reading →

Questions To Answer: How Manifest Brand Through Product?-Only a product that is unique, substantial and superior is good enough to elevate a brand and support a lasting myth. Ueber-Brands put their goods at the center and on pedestals (at least metaphorically) so they can be paid tribute to.
Here are a few questions you should ask yourself as you seek to create a product that truly manifests your brand. Continue reading →

Why Platform Businesses Should be Ueber-Brands – A discussion with Erich Joachimsthaler – Part I-Traditional firms feel the heat from the exploding businesses of platforms and look to become one themselves. Platform businesses are all about participation and should be about positive relationships - desirable ingredients for strong brand equity. However, many platform brands are not used because we like or respect them. How can traditional brands get into the business of platforms and how can one get platform branding right? JP had a discussion on the subject with Erich Joachimsthaler at Vivaldi Group. Continue reading →

Questions To Answer: How Create Brand Meaning through Myth?-Telling a compelling story that is relevant, relatable, memorable and sharable is key for any brand. But to become an Ueber-Brand you need to elevate your story to a ‘myth’. Answer to a higher truth or guide with social value.
Here are a few questions you should ask yourself as you seek to create a myth and with it a deeper meaning to your brand. Continue reading →